Risk and Reward – Consumer Confidence in Digital Technology

Room: Harbor G

In the age of the algorithm, consumers are becoming increasingly aware of the value exchanges in their everyday transactions and what they give up to enjoy a frictionless experience. Netflix knows everything you’ve watched, Uber knows your exact location, and Alexa knows everything you’re ordering, all of which has the potential to make consumers distrust the technology they have come to love. In this session, Ged King and Ashley Dillon from SFW will share their perspectives on how they see consumers changing in terms of how much they trust the technology they use to make life more convenient. How much do consumers want you to know about their needs as a customer, and where do they want to draw the line to ensure their privacy and security?

*Presentation slides will be distributed following the event.


Ged KingCEO | SFW Agency

Since taking over the reins of the agency Ged’s father founded in 1984, he’s transformed what was once a four-person company into what is now the largest privately-owned marketing agency in Central North Carolina. At SFW, a proprietary scientific process connects insights, strategy and creative into a better way to help brands win. And when it comes to getting products on shelves at big box retailers like Lowe’s and Home Depot, SFW is an industry leader. The win rate for PLRs (product line reviews) where SFW is involved is 94 percent.

Ged graduated from North Carolina State University with a degree in industrial engineering and began his career at Swing-N-Slide, growing the business from a $5 million to $50 million company. Today, he leads the SFW executive team and serves as an adjunct professor of marketing, teaching second-year MBA students at the Wake Forest University School of Business.

Dedicated to serving the community, he’s active on numerous boards and established SFW as the largest nationwide participant in CreateAthon, an annual 24-hour event that provides pro-bono marketing services to nonprofits.

He has lived with his family in Greensboro, NC for the past 21 years and is proud to do so. It’s a great community that’s only getting better, mirroring the growth of his agency.

Ashley Dillon | Marketing Director | SFW Agency

As Marketing Director at SFW, Ashley is directly responsible for the leadership and growth of the agency’s largest clients. It’s a big job. One that includes everything from managing international category campaigns to driving the marketing for a familiar tool manufacturer to leading product launches for well-known consumer packaged goods brands.

As a 2017 recipient of the 40 Leaders Under 40 award, she’s been recognized for delivering measurable success for her clients and SFW alike—all while spearheading multiple non-profit initiatives.

Ashley graduated from the University of North Carolina at Chapel Hill with a degree in journalism and mass communication and lives in North Carolina with her husband and son. In her spare time, she can be found woodworking, running, and pretending to be the “bad guy” as she evades a kid-sized Captain America.


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